Could AdVoice Help Mobile Operators Get In On the Monetization Action?

While mobile operators have merely been the man in the middle, now a new strategy could help them garner revenue as advertising partners, not just carriers. The latest option? AdVoice, which offers telcos a way to monetize advertising inventory. Basically, AdVoice connects advertisers to captive audiences that hear ads while they wait for call connections …   Read More

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Could AdVoice Help Mobile Operators Get In On the Monetization ActionWhile mobile operators have merely been the man in the middle, now a new strategy could help them garner revenue as advertising partners, not just carriers.

The latest option? AdVoice, which offers telcos a way to monetize advertising inventory. Basically, AdVoice connects advertisers to captive audiences that hear ads while they wait for call connections to go through.

AdVoice is a product of ChannelVAS, a leading global mobile value added services company.

“One … channel is the otherwise unutilized ringback tone,” AdVoice said this week in a public statement. “By serving audio ads to calling parties, mobile operators tap into a global market that generates a potential 12 billion ad impressions daily. This is three times the number of internet searches.”

“Serving ads over the ringback tone has a wider reach than any other medium,” explains Bassim Haidar, the Group CEO of ChannelVAS, who believes that “the advertiser benefits include measurability, no wastage, and lead generating capabilities as callers can express product interest by pressing an action key.”

According to the company’s news release, telcos can harness a bevy of consumer behavioral data. In addition, Advoice’s online booking portal, real time bidding option, and profiling and targeting capabilities would let them monetize those consumer insights.

“AdVoice gives digital advertisers the opportunity to re-target our mobile users via multiple MNO-channels and generates revenues from sources other than our subscribers,” explained the marketing manager for an operator with 200 million customers that is one of the first operators to launch AdVoice.

Reportedly “ads are relevant to the profile, cease to play the moment the call is answered and don’t, as such, prolong the wait,” according to Digital Journal. “Furthermore, opt-in subscribers receive airtime rewards for facilitating ads to be served and we reserve 10 percent of the inventory for charity and humanitarian organizations to run awareness campaigns for free.”

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